Boldking
Designed to be noticed and made for easy shipping.
Custom packaging
Custom packaging
Eye-catching paper packaging for Boldking razor blades
A unique packaging concept for razor blades that stands out on the shelf and fits through the letterbox
Boldking began in 2013 as an online razor blade subscription brand, but expanded into retail stores and reached a wider audience across Europe. This changed the role of its packaging. What already worked well suddenly had to stand out among other brands in retail. At the same time, the packaging still needed to suit the original model, allowing products to be delivered through the letterbox.
Together with DaklaPack, Boldking developed an entirely new packaging concept. User-friendly packaging for different razor blade variants and quantities, featuring the natural appearance of paper, a functional inner layer for an effective seal and a shape that works both on the retail shelf and in the post. As DaklaPack produces the packaging and handles storage and filling, the entire process is brought together in one place.
Making an online brand visible in retail
Boldking makes bathroom routines simple. No unnecessary promises, just razor blades and personal care products that work well and are easy to use. This straightforward brand philosophy is reflected in everything, from its tone of voice to the way its products are presented to customers.
Ivo Daniëls, Creative Director at Boldking: “Boldking naturally started as a direct-to-consumer brand, and our old cardboard packaging was designed for that model. When we moved into retail, we quickly realised that what works online does not automatically work in stores. We wanted greater presence and a distinctive shape on a shelf where competitors were already established.”
The new sustainable packaging also had to be suitable for different product variants and quantities of the hero product, such as sets of 4 and 8. The challenge was in the practical application. The razor blade packaging had to be suitable for retail, remain compatible with the subscription model and be efficient to fill.
From a cardboard box to sealable paper
Balance between sustainability and functionality
Various material options were initially considered for the new retail packaging. Plastic packaging offered many technical advantages. A Life Cycle Assessment examining the material, processing and environmental impact showed that it would be recyclable and efficient to fill. Nevertheless, switching from cardboard to plastic did not feel right for consumers. Boldking wanted packaging that felt sustainable and responsible without compromising on functionality.
DaklaPack and Boldking therefore searched for a new alternative combining the best of both worlds. They chose sealable paper with a functional inner layer. This layer allows the packaging to be securely sealed, while the outside retains the natural appearance and feel of paper. This solution, with its rough-touch finish, perfectly complements Boldking and is suitable for large-scale processing.
Tim Gilsing, Account Manager Laminated at DaklaPack: “The transition from a cardboard box to a paper pouch may seem straightforward, but it involves many technical considerations. The inner layer allows the packaging to be securely sealed, while the outside retains the appearance and feel of paper. This creates a solution that uses less paper, can be processed efficiently and suits the brand’s identity.”
One partner for packaging, storage and filling
A packaging concept is only successful if it works in practice. Because DaklaPack produces the custom packaging, keeps it in stock in its warehouse and fills it with the products, the entire process is brought together under one partner.
Ivo Daniëls continues: “We have worked with DaklaPack since March 2022. Everything was new: the material, the process and the collaboration itself. You depend on each other, so you need to be able to trust one another. Our products end up in thousands of bathrooms across Europe. That is not a supporting role. It makes DaklaPack a partner in the most literal sense of the word.”
A complete solution requires trust and perfect coordination. This trust developed during the intensive collaboration through frequent personal contact. During the preparation phase, extensive testing, discussion and adjustments ensured that the final result would work optimally in daily operations.
Responding quickly to unexpected challenges
The launch demonstrated just how important flexibility is in a partnership. Due to an unannounced change to the shelf height, the pouches did not fit in the available retail space. They were too long. This setback had major consequences for the presentation and saleability of the products.
A solution was quickly developed together with DaklaPack. By positioning the cartridges differently inside the packaging, the dimensions could be adjusted to fit the available shelf space. The new packaging was produced urgently so that the launch could still go ahead. An unexpected problem was turned into a practical improvement without compromising Boldking’s distinctive identity.
Ready for retail, subscriptions and further growth
With this custom packaging, Boldking has a solution that supports the brand’s continued development. The products stand out on the shelf, are suitable for postal delivery and can be filled on a large scale. By combining production, storage and filling at DaklaPack, the process remains straightforward and Boldking can focus on its brand, products and continued growth in different European markets.
This close partnership creates opportunities for further development. New products or variants that suit a similar concept can be explored and tested in the future. Maintaining the right balance between brand identity, sustainability, ease of use and manufacturability remains important. This combination is precisely where the strength of the project lies: packaging that not only looks attractive but also fits seamlessly into daily operations.
Looking for original packaging?
Good packaging protects your product while strengthening your brand identity and improving the efficiency of the overall process. DaklaPack works with you to determine what your product needs, from selecting the right material and shape to creating a process in which production, storage and filling are seamlessly aligned. Contact us to discover what we can do for you.
